커피관여도와 방문빈도에 따른 고객 기반 브랜드 에쿼티의 차이 및 시장세분화 연구: 프랜차이즈 커피전문점을 중심으로

This study attempted to segment Customer-Based Brand Equity(CBBE) evaluation with franchise coffee speciality stores and the customer of that, to identify differences of demographics and the visiting time. Segmentation based on the coffee involvement and visit frequency variables resulted in 4 groups(highly-involved·frequent visit, highly-involved·infrequent visit, low-involved·frequent visit, low-involved·infrequent visit). SPSS Win. Ver. 12.0 was used to make a factor analysis, MANOVA, and Chi-square tests. The results from this study were shown; First, There were significant differences of brand awareness among three groups. Two highly-involved groups had stronger perceived on the brand awareness. Secondly, There were significant differences of brand image·perceived quality among three groups. This results were the same as brand awareness. When it comes to coffee involvement variable has stronger effect than visit frequency variable. Third, There was no difference among groups in brand loyalty. Finally, there were significant differences of the gender, marital status, monthly income, age, visiting time.